IPA VS IPB - A DIrect marketing story

So, to follow on from Boundary Road Brewery’s seminal digitally-led direct launch, I followed it up with a campaign launching their IPA. Another beer-tasting competition, punters had to choose from IPA or IPB. Who doesn’t love a bit of healthy competition?

A print ad was run in newspapers and magazines (remember them?). It was also shared online.

The IPA, now known by my hilarious name of Mumbo Jumbo, was launched with a series of street posters. Also feat. Chocolate Moose, its delicious, completely unrelated cousin.

I have a soft spot for this poster. Advertising two completely different genres of beer. Two products, two different audiences. Makes you think.